Are you an email marketer hearing about Gmail’s new “block” button? The goal of Gmail’s new “block” button is to keep user inboxes free from spam and unwanted email content. But Google has left it in the hands of each Gmail user to decide which emails are spam and which are legitimate. As a brand or organization using email marketing as a marketing tactic, this can be a nerve-wracking new feature brought on by Google.
At GreenMail Inc, we realize that this makes navigating the block button a tricky task for marketers with legitimate messages to send. Learn the best tips and tricks we recommend for how to avoid your emails getting caught by Gmail’s new block button.
Tip #1: Make it super-easy for members to unsubscribe.
An email “unsubscribe” is much easier to deal with than a “block.” An unsubscribe simply says “I don’t want to receive this anymore,” while a block says, “You just sent me spam.” Your email list manager won’t mind an unsubscribe, but it will consider a block to be a black mark against your sender record. Unfortunately, if you get enough blocks, your URL could be blacklisted as a spammer.
How to fix this: Make the “unsubscribe” button up front and prominent so your recipient isn’t tempted to reach for the “block” button instead.
Tip #2: Send your emails frequently enough so subscribers don’t forget who you are.
Have you ever gotten a phone call from someone you only met once or twice? Chances are good that you struggled to place their name with a face. This is what it can feel like to an email subscriber who only receives emails from you occasionally. They might even forget that they know you and then you face the dreaded “block” button..
How to fix this: Send an email at least once per month, but preferably at least once every two weeks to keep your subscribers’ memories fresh.
Tip #3: But don’t send too frequently!
The need for a block button makes it clear that the reminder is valid. Unfortunately, what is “too frequently” for one subscriber may not be frequently enough for another subscriber. It can be difficult but aim to strike a balance to prevent becoming an unwanted email.
How to fix this: As with everything that relates to subscriber preferences, if you are not sure where that “just enough email” line falls, ask your subscribers! Use a poll or survey with closed-end options (once per week, twice per month, etc.) to find out how frequently recipients would like to hear from you.
At GreenMail Inc, we know your business has legitimate messages to send, and that Google’s new “block” button can add a challenge to your email marketing plan. By following these five tips listed above, we hope to help put a permanent stop to the “block.”
Tip #4: Deliver quality and relevant content in your emails.
No matter who you are (or whether recipients remember subscribing to your list or not), if you deliver amazing, professional and interesting content, there is a better than average chance it will get read, and you won’t get blocked.
How to fix this: Send out viral-worthy content that is so good, your subscribers will want to keep it all to themselves! Furthermore, when you tailor your emails to your users, you have a much greater chance of engaging your subscribers.
Tip #5: Watch and monitor your “block” rate.
Anything new – Gmail’s block button included – has novelty value. The good news is, this novelty value tends to diminish over time and thankfully, fairly quickly. So, if you notice a temporary hike in your blocks after your first post-block button send, just breathe in some fresh air and opt to do a little research. Tweak your campaigns, take the time to clean up your list and trust that the novelty value will wear off soon.
How to fix this: You might consider adding a “Talk Don’t Block” survey on your emails to encourage subscribers to tell you why they are choosing to block your emails rather than “unsubscribe.” This can reinforce your reputation in email marketing as a legitimate sender and promote positive recipient engagement rather than generate another email block.
Let GreenMail Help Guide You
While the Gmail block button creates a new hurdle for email marketers to jump over, it doesn’t have to mean that you’re going to become an unwanted email in a subscriber’s inbox. Provide your subscribers with relevant and engaging content, and you’ll find that you don’t have to fear the block button.
Have more questions about email marketing and how your emails can avoid Gmail’s block button? Contact our team to learn more about our platform and how our team is always there to help – reach out to us today!
– GreenMail Team